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customer insights (good information (completeness, timeliness, relevance,…

- - - - plan outlines sources of existing data and spells out the specific research approaches, contact method, sampling plans and instruments that researchers will use to gather new data
        
        • Research plan should include: Research problem, objectives, information to be gathered, detailes of the research plan, how results will supports research decision making
- - - - it department, marketing department
  - - - this will result in qualitative. Quantitative research involves the gathering of information which is more objecrtive, data which is clear and objective assessment. (questionnaire you ask do you smoke? 70% no 30% yes). (by questionnaire)
    - - results in qualitative data. Data which is more subjective and involves measurement of perceptions (the way you looks and interprete a given situation), motivations, perceptions and attitudes. (group discussions)
- - - - the choice is more than 2
    - - a measure of attitudes designed to allow respondents to rate how strongly they agree/disagree with a statement.
    - - these go a little bit further than multiple choice questions as while they limit the reply one can give they do allow freedom of response within the governing extremes of the scale
    - - a choice between 2 alternatives
- - - - get information from a group of people to represent the whole market.
        
        probability sample
        
        : each population member has a known chance of being included in the sample and researchers can calculate confidence limits for sampling errors. (flotterija b’4 biljetti ghandek iktar cans li terbah milli b’1)
        When probability sampling costs too much or takes too much time marketers usually take non probability sampling even though sampling errors cannot be measured
        
        non probability sample
        
        more cost effective: less time consuming:
    - - gives you an indication (very small sample )
    - - information from everyone
    - - gives you a wider indication